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Instagram’s Next Test

When it wanted to promote the Los Angeles Marathon to younger runners, the race operator Conqur Endurance Group decided to try advertising on Instagram. The photo-sharing app was cheaper than Facebook, where Conqur already spent money, according to Ryan Cavinder, the race company’s marketing manager.

The experience worked well enough that Conqur will grow its high-five figure digital ad budget by pouring more into Instagram in the future, taking it from its print budget, while keeping its Facebook budget static.